EXPERIENTIAL BLOG: OUTDOOR SPACES

Experiential Blog: Outdoor Spaces Provide The Best Immediate Solution For Brand Activation

External promotional spaces can offer flexibility and a fantastic creative platform post lockdown

One New Change Roof Terrace External Promotional Space

SpaceandPeople Archive: One New Change Roof Terrace

With the lockdown starting to ease, people are able to go further afield and will be eager to be entertained in a more experiential fashion. With an ease in lockdown and a lust for something new and different, we are seeing a steady build-up in demand for outdoor locations.

There are a number of reasons for this boom:

1. People will generally be more relaxed outdoors in the short-term

This will encourage participation and dwell time as people are able to spectate/participate at a distance.

Mclaren at Charing Cross Station Plaza, July 2017

SpaceandPeople Archive: Mclaren F1 at Charing Cross Station Plaza, July 2017

2. Larger external spaces enable easy implementation of social distancing measures

External spaces tend to be larger and have more flexibility in terms of layout so social distancing and queuing measures can be employed.

3. Sampling campaigns are viable

With social distancing and hygiene practices implemented, it will still be possible to carry out sampling campaigns albeit in a slightly different fashion.

San Pellegrino Broadgate, June 2018

SpaceandPeople Archive: San Pellegrino sampling at Broadgate, June 2018

 4. Roll on/Roll off experiential achievable

Depending on the set-up and good agency planning, an experience can be incorporated into a vehicle, which is bespoke to the event and almost ready to go on arrival. This can then be transported to multiple venues quickly and efficiently with little set-up and de-rig time required.

Deliveroo on External Promotional Space King's Cross Station in 2019

SpaceandPeople Archive: Deliveroo on external promotional space at London King’s Cross Station, 2019

5. Larger temporary structures are also possible

This includes bespoke shipping containers or even inflatable cubes as this retail park tour for The Dragonball Experience demonstrated earlier in the year.

Dragonball at Elk Mill Retail Park Oldham, March 2020

SpaceandPeople Archive: The Dragonball Experience at Elk Mill Retail Park Oldham, March 2020

6. Cost-effective options are possible

A simpler set up, which is incorporated into a vehicle for example, allows for a cheaper tour as less build staff will reduce the overall cost of the event.

GAME Bus at King's Cross Station, November 2018

SpaceandPeople Archive: GAME Bus at London King’s Cross Station, November 2018

7. Brilliant back drops and iconic spots 

One New Change is located next to St Paul’s Cathedral and offers a unique backdrop for PR stunts.

British Egg Society on the Roof Terrace at One New Change, March 2018

SpaceandPeople Archive: British Egg Society on the Roof Terrace at One New Change, March 2018

There are a number of promotional spaces throughout London including Broadgate and Paddington Central, as well as multiple stations, which provide a stunning backdrop for experiential activity.

Pravha Beer at Broadgate, June 2019

SpaceandPeople Archive: Pravha Beer at Broadgate, June 2019

Victoria's Secrets on new external site at London Victoria Station, February 2020

SpaceandPeople Archive: Victoria’s Secrets on new external site at London Victoria Station, February 2020

8. Photos and filming can have greater impact

External promotional sites can enable the use of sunrise/sunset for time-lapse or just general lighting options that indoor cannot offer. The longer days and higher temperatures in summer also mean the activity can gain more exposure.

Jose Cuervo at Broadgate, September 2019

SpaceandPeople Archive: Jose Cuervo at Broadgate, September 2019

9. Being external offers the chance of a higher dwell time when the weather is good

This is obviously not guaranteed in the UK but many agencies believe that the bounce back from isolation will be intense and that we will all be craving some entertainment, which offers a great opportunity for brands.

Sky Cinema at Gunwharf Quays, June 2018

SpaceandPeople Archive: Sky Cinema at Gunwharf Quays, June 2018

Abruzzo Showcase Wine Bar at Paddington Central, July 2017

SpaceandPeople Archive: Abruzzo Showcase Wine Bar at Paddington Central, July 2017

10. Can be a good way to target a specific demographic

As people start to come back to work, there will be more people in central locations such as New Street Square, Cardinal Place and Regent’s Place. These venues have all proved excellent locations to target professionals.

Strong Roots at New Street Square, December 2019

SpaceandPeople Archive: Strong Roots at New Street Square, December 2019

Starbucks at Regent's Place, February 2019

SpaceandPeople Archive: Starbucks at Regent’s Place, February 2019

For More Information On Outdoor Spaces

Contact SpaceandPeople for information and pricing on outdoor promotional spaces available throughout the UK.

We currently have a special offer for bookings on external sites at Network Rail Stations – 50% reduction in rate card price for any new booking to take place in July or August 2020. Click here to find out more information.